2.4 Benchmarking Marketing ROI versus Operating Income as a Percentage of Sales (Figure 2-23)

A
Apple
B
Dell
 
Starting Data
Performance
Scale
Billions
Apple
Dell
Sales Revenues
$36.5
$
$61.1
$
Percent Margin
36
%
17.9
%
Marketing & Sales Exp. (% sales)
8.5
%
8.7
%
Net Marketing Contribution
$10.0
$5.6
Operating Income
$7.7
$
$3.2
$
Performance Metrics
Operating Income (%sales)
21.0%
5.2%
Marketing ROS
27.5%
9.2%
Marketing ROI
325%
106%
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